New figures released by Meetrics have indicated that the UK has the lowest banner ad viewability rate in Europe. According to the research, just 47% of all banner ads delivered last year met “minimum viewability guidelines”, defined as meaning that half of the ad appeared on the screen for more than one second. This is estimated to mean that around £750 million was wasted on non-viewable ads. These figures put the UK well below its fellow European countries, such as Austria and France who saw 67% and 60% viewability, respectively. A spokesperson from Meetrics said that smaller screen sizes were causing figures to drop due to the increased amount of scrolling required, as well as desktop ads being served on mobile devices.
